Sidharth Malhotra Katrina Kaif in Kala Chashma from Baar Baar Dekho
Sidharth Malhotra Katrina Kaif in Kala Chashma from Baar Baar DekhoPR Handout

Katrina Kaif and Sidharth Malhotra's fun dance moves in "Kala Chashma" have garnered over 20 million hits on YouTube in less than 5 days. The song was made available to Flickbay users an hour before others could catch it on the video-sharing site.

In an exclusive chat with International Business Times, India, producer Ritesh Sidhwani explained why he chose Flickbay to release the song of his film, "Baar Baar Dekho."

"We were looking at obviously launching 'Kala Chashma.' Flickbay came up with a really good plan. It is a start-up. I believe in the platform. It is a one-stop shop where you can get all information about films. If you are a movie buff and you want to consume content, it gives users access to news about films. Usually, one would go to YouTube to watch a trailer or some other site to know what's running at the theatres. This is a one-stop shop," he elaborated.

To put out a song of a film before its trailer is not a usual tradition in the film industry. However, Ritesh believes such strategies are clutter-breaking. "Everybody is expecting a trailer and now we have put out a song. If we go back 15 years, we will see how movies were being launched with songs," he added.

"Kala Chashma" is a popular track and has stayed with people. The makers thought it would be apt to celebrate a wedding with such an upbeat number. The move has worked for the team and the song has created a massive buzz.

Directed by Nitya Mehra, "Baar Baar Dekho" is out on Sept. 9 and its trailer will be released on Aug. 3.